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Art of marketing TALAASH way

December 1, 2012 04:46:05 PM ISTBy Enkayaar, Glamsham Editorial

In the times when the marketing of a film is given more prominence and the audience is bamboozled with the anecdotes associated with the film, TALAASH - THE ANSWER LIES WITHIN has emerged as a wave of fresh air, adhering to the old school of thought that once a film has reached the cinema hall, it is the user of the product that is the audience which should decide the destiny.

It indeed is a wave of fresh air as the production house that is producing it, Aamir Khan Productions along with Excel Entertainment do not have shallow pockets, and the producer duo of Riteish Sidhwani and Farhan Akhtar is one of the most astute minds operating in the film industry as far as packaging the film is concerned, but they have decided to let the audience be the final decision maker about TALAASH.

The film was canned in June 2012 itself, and riding on the wave of popularity that Satyamev Jayate had generated Aamir Khan could capitalize on it to make it a huge success. But Aamir Khan being Aamir Khan did not perhaps wish to let TALAASH bask in the reflected glory of Satyamev Jayate and released the film when people have forgotten or rather have pushed back in their mind the memory associated with Satyamev Jayate.

Had it been some other producer they would choose the release coinciding the release midweek or in conjunction with some holidays, but it is not so the case with TALAASH. It has been released on a normal Friday and it has only one week of an independent run before Akhsay Kumar's KHILADI 786 hits the screen next week as a competitor.

May be, Reema Kagti though may not like it, it could be owing to the fact that the director and writer being ladies- Reema Kagti and Zoya Akhtar, they may have decided to give the film its own nuance and let the market decide the quality and its outreach. Zoya Akhtar had done it in the case of ZINDAGI NA MILEGI DOBARA and perhaps buoyed by the success of the film may have decided to keep the marketing of TALAASH on a lower keel.

How it has succeeded would be decided during these two days, but Aamir Khan is a gambler and riding on his gut instincts and being backed by the likes of Reema Kagti, Zoya Akhtar, Riteish Sidhwani and Farhan Akhtar, TALAASH could emerge as a new way in which a film can be marketed in the present times where carpet bombing the film before its release through all forms of media has become a norm.